The Association of National Advertisers is seeking to rally opposition to a proposed California privacy law that would require broadband providers to obtain consumers’ opt-in consent before drawing on their online browsing history for ad purposes.

The bill, introduced this week by Assemblyman Ed Chau, “will set a dangerous precedent and potentially lead other states to adopt their own ISP privacy laws as well, creating a hazardous web of conflicting state-by-state laws for any company operating in the online space,” ANA executive vice president Dan Jaffe writes in a blog post opposing the measure.